Most Drive-In Movie Theaters consist of a large outdoor screen (either a wall painted-white, or a complex steel-truss structure with a complex finish), a projection booth, a concession stand and a large parking area for automobiles. Within this enclosed area, customers can view movies from the privacy and comfort of their cars.
The original Patent Drawings.
The idea originated in the early 1930's in Camden, NJ. and was Patented by Richard M. Hollingshead. His idea began as an experiment in his driveway with a Kodak Projector, mounted on the hood of his car, aimed at a screen that was attached to some trees. He tried different techniques and finally worked-out the parking-arrangement and spacing to allow everyone that attended, an unobstructed view of the screen. Once he had this idea in- place, he was granted a Patent in 1933 and He opened his first Drive-In Theater soon thereafter. This facility only lasted a few years before closing, but the idea caught-on elsewhere to become part of the American Pop-Culture and Landscape to-this-day.
Typical-style of Drive-In Theater Speakers with the Volume Knob.
Sound was originally produced from Speakers in the main screen tower, but the quality wasn't that good and many attempts were made to improve it. In 1941, the RCA corporation found a solution and along-came the in-car speakers with built-in volume controls that most drive-in patrons would come to know. These were better than the original Sound, but still had a very "tinny" sound to them. Later-on, as the technology improved, this system was replaced with Radio Broadcast equipment to allow the sound to be transmitted directly to the vehicles. This was an improved process for sound and also kept damage to the wired Speakers and/or patrons cars that would happen when folks would leave, after a good show of their favorite film, and some people would "forget to remove the speaker" and damage both the speaker and/or their cars in the process (i.e. Windows, or scratches/dents, etc.).
The popularity of the Drive-In's soared after World War II and peaked in the 1950's and 1960's. The theaters would provide cheap, family entertainment including many having a Playground (or other things) for their youngest patrons. For colder-weather, in-car heaters were also offered at many Theaters, much like the Speakers had been.
This type of heater plugged in to 120vAC (not 12V car power)
to warm your car during cold nights at the drive in movie.
An "intermission cartoon" to entice patrons to the Concession Stand.
Another Intermission Ad
To this day, food revenue remains extremely important to exhibitors, especially with film rental rates going as high as 80% on opening weekends for some features. In order to promote the concessions, most locations used the now-famous drive-in intermission films, popularized by the Filmack Company, featuring dancing hot dogs and countdown clocks that were supposed to mesmerize the audience members, wet their pallets and open their wallets.
Many Theaters even had "car-hops" like their Drive-In Restaurant counterparts to make the experience even more appealing for their patrons.
A car-hop, taking an order (California)
The Drive-In owners would later allow other-uses for their large amounts of space which could only be used for the Theater after-sunset. This would usually generate more income for the theaters and some of these uses included Flea Markets, Swap Meets, and even Outdoor Church Services.
A typical Flea Market at the Mission Drive-In, San Antonio, Texas, 1984
Over time, with the advent of other sources of entertainment, as well as the rising cost of Real Estate and other economic factors, Cinematic Landmarks such as these have been slowly disappearing over the years, leaving less than 500 across the United States currently. Many of those which were closed were later demolished and the real-estate used for other things such as Office or Retail Space, with some being replaced on the exact same land with Mutli-Plex indoor Movie Theaters. Some properties have just been left vacant with nothing remaining there but an empty field. However, a very-select few that were closed have even re- opened to be given a new-life with new patrons looking for a very unique movie-going experience.
Many folks feel that these Gems of Americana are very much an endangered part of the landscape. Most, if not all of them, have very fond memories of their time spent there and would love to be able to revisit their favorite Drive-In Theater once again.
Michigan Cinema History:
The Ecorse Drive-In Theatre
21366 Ecorse Rd. Taylor, MI
OPEN: Apr 22 1951 | CLOSED: 1989
Vehicle Capacity: 1050 (1951) - 1000 (1989)
1951 view of the Marquee and Main Screen
M.J. Gordon opened this 1951 drive-in with a playground and a train for the kids. A rendering of the Ecorse Drive-In appeared in the February 17, 1951, issue of Boxoffice. The architect was Ted Rogvoy. The Ecorse was built for Charles Komer’s Community Theatres circuit.
1953 view of the Marquee
The Ecorse was very popular and many folks would visit whenever possible. One of the drawbacks to how things were originally constructed, however, was the concession stand built below grade and used to flood during heavy rains and made it difficult for the patrons to get their snack-food and soft drinks without getting their feet wet. This was eventually fixed but the first few years with the concessions like this made it a challenging time, for sure.
Apr 22 1951 Newspaper Ad for Opening Night.
From it's opening in 1951 through the 1969, the Ecorse operated as a single-screen "ozoner", as many drive-in's were called.
In 1969, it was announced that the owners of the Ecorse had plans to divide their single-screen Drive-In into a Twin. The second screen was to be located on a large tract of land in the rear of the property and would essentially be on "opposite ends" with the concession stand/building in the middle. Work was to begin in April and be completed later that year.
25c Food Credit ticket
Unfortunately, the screen wouldn't be added until later, but it did eventually get built by Wayne Amusements, the company that owned the Quo Vadis and Algiers Drive-In Theatres in Westland, as well as the Wayne Drive-in on Michigan Avenue.
Unfortunately, the most memorable thing to happen at, or to, the Ecorse Drive-In was the massive storm on Wednesday, July 16, 1980.
Before (top) and after (bottom) the July 16, 1980 storm
A presumed-tornado with 150mph winds (the weather service originally reported it as straight-line winds) came through the area and heavily- damaged the main-screen and property of the Ecorse, along with a lot of other property in the area. The skies were green and the wind was strong and hundred-year-old trees were literally ripped right out of the ground.
What was left after the storm passed was a massive amount of damage, debris and rubble. The storm came through quickly, with little warning and the damage was widespread across the area. Of the Drive-Ins that were damaged, The Ecorse suffered the most with the Algiers and Dearborn Drive- Ins also having been hit, but not as badly damaged.
Trying to be upbeat and light-hearted out of a horrible, horrible situation, "someone" painted "Gone with the Wind" on the marquee of the Ecorse, presumably as a joke. This, of course, is also the name of a classic 1939 movie which had nothing to do with tornadoes, of course.
The screen would be replaced (after being down a whole season) with a tubular metal structure screen but never got back to business like before the screen fell.
Everyone in the area feeling the effects of the storm for a long time after. The National Weather Service (US) updated their report in 2003 on the weather incident from 1980 finally confirming that it was an F2 tornado and adding that "a number of buildings, as well as a train, were either damaged or destroyed before the system moved into Ontario." Estimated damage from the store was over $5-million.
In 1989, the Ecorse was sold again, and soon closed. The site would be completely demolished, and later revamped into a Shopping center and containing at least one fast-food restaurant.
Part of the Ecorse still lived-on for awhile as it's believed that the replacement screen was most-recently in-use at the Ford Wyoming Drive In in Dearborn.
Economics changed as time went on, and many drive-ins closed in the mid-to- late-1980s. The introduction of VCRs meant more people were either staying home to watch movies or going to indoor movie theatres which were getting bigger screens and Dolby sound. This evolution would lead to the decline of "going to the movies" and folks staying-home.
Land values and prices began to go up and the suburbs gradually expanded around it. As the area built up, property taxes also increased until the taxes on the 20+ acres that most the drive ins occupied were more than the net income the theatre generated. The Ecorse would have its final show in the late 1980's and the land would that the drive-in once was on was sold and turned into a shopping center.
Recent Aerial photo of the property.
After little more than half a century, an era of the Drive-In Theatre ended. Most people that visited Drive In's consider themselves lucky. Most don’t remember what movies they saw but many of them do remember how exciting it was to be outside late at night, loading up at the snack bar and then then trying not to fall asleep while watching the flickering movie screen from the comfy backseat of the car.
May 24, 1961 Aerial of the Ecorse Drive-In
One theater goer summed up her feelings. "You just worry sometimes that it will be all gone. We felt so sorry to see those others all go. We really enjoyed this place."
Many folks feel that the Drive-in Theater is a part of an Endangered Americana that is missed by all who treasured the times that they had there.
Please BE AWARE OF YOUR SURROUNDINGS and as always, Enjoy the Hunt!